Swedish interior design retailer Lagerhaus targeted six leading interior design bloggers to create buzz around the launch of its online store, and increase its number of Facebook fans in a campaign by Prime.
The retailer invited the bloggers to create their own 'pop up' stores, giving them access to a blog store widget to make it easy. The bloggers could customize their shop with their favorite products and embed it on their blog, thereby creating so-called 'Blog-Up Stores'. Bloggers could market the stores however they want, and could invite their readers along to meet them in person at the launch of the online store. As a result of the campaign, the brand's Facebook fans increased by 226%, interactions grew by 360% and the blog stores have become permanent distribution channels for the brand.